Is Nescafe changing its positioning?

For a long time Nescafe has labelled itself as a morning drink, using the line صَح صح which is akin to wakey wakey. Slowly but surely, it is drifting from it even if never in explicit terms. Now the cat is out of the bag.  “Continue your day with Nescafe” – there are many different options, the one above is 3 in 1 with Caramel taste. But they all focus on the fact that Nescafe can be had not just in the morning. Which as I said, moves the drink for its early morning positioning to something to be enjoyed all day long. Mind you, they are not inventing gunpowder, people have had Nescafe at different hours of the day already.